We know what you're thinking...."Oh, here's another fancy industry term trying to claim ownership of something obvious", so let us explain.
You see, most companies think brand strategy is an analytical process, so they hire strategic planners for the left side of their brain. When it's time to engage customers, they turn to creatives for the right side of their brain.
This separation doesn't make sense. The best authors don't ask someone else to come up with the big story, right?
The most important skill for solving any problem is creativity. So if you want to build a smart strategy, you need someone that uses both sides of their brain up front. This hybrid talent combines rational and emotional insights to create unique, relevant ideas. This simple approach is smarter, faster, and it works.